UX LIFE AT NGG
Before we start exploring specific areas of UX strategy, I want to talk about my job.
As previously mentioned, I work for Reebok and Offwhite at New Guards group in Milan. I joined the team last year and since then I feel like I have grew into a UX master, also thanks to the freedom and expertees that my boss shares with me, I have only good things to say about him.
Anyway, since I have joint the group, I can say that my job as a UX strategist is broken down in four main areas: UX research, UX definition and design, UX project management, and e-commerce analysis. PRetty much covering all things from beginning to the end. Let's uncover each of the steps:
Before, I begin, I want to emphasize that overall, all projects are dynamic and unique. The process isn't supposed to be always the same. Sometimes I start from research, other times I begin from designing and then moving into research.
UX Research: this is one of the best parts of my job. I pretty much start by understanding the needs of our customer either from direct feedback ( Net promoter score where users can leave reviews), or Indirect research, one of my favourite tools is ContenSquare where we analyze areas after we look at how products and areas of the websites are performing. In the future, we will dive further in each types of research and how they all connect to each other.
UX Definition and design: This step involves thinking how to solve the issue, I mainly use Figma for this portion of my job by defining the areas of my designs that need to be improved and then evolve them with drafts that then are shared with the rest of the team. For some brands, we do proper AB tests, others, we focus on developing the feature with my tech team and then we move on to trying it in specific countries before expanding it to the whole service.
UX project management: As you can imagine, business like Reebok and OFFWHITE have deal with millions of users a year, so we constantly try to improve our e-commerce. Why is it called Projacet management? Because whether there is a small change or a large project, with the Tech team, we work on creating timelines, understanding they logic of each features and how much effort they would require for development. ALl of this is done through JIra, in my case, or spreadsheets through grant charts that help tracking the stages in which each improvement or feature is at. This includes bugs (we will get to those later on). It sounds easy but it is a job that requires a lot of attention to detail because the goal is to facilitate the development process through a process called refinement. This wouldn't be possible without the assistance of a product manager that is solely dedicated to help me passing the info in the best possible way with technical details too.
Finally, e-commerce analysis: This is a fun one that I have been practicing a lot lately. The job of a UX strategist is, yes, to make sure the feature is good and functional but also to measure its impact. E-commerce analysis is fundamental because it helps you understand what difference the improvement or feature made. (and it tights up with the research too!)
We spoke a lot about what I do on a daily basis as a UX strategist at NGG, but I would love to hear more about what others do, so drop a comment below and share your experience within your industry.
